By Paolo Pacce
You know what? There
is actually no easy answer to this question. It isn't something you can
just slap together and it can't be read out of any one book- the information
on how to create a great logo comes from research.
The research that is necessary to create an effective brand starts with
your design savvy. Next you must investigate the company for which you've
been commissioned to design for. Let me make clear that learning about
a company cannot be done by simply nosing about for an hour to see how
it ticks, rather it must be thoroughly understood from the perspective
of its clients. What do they want? What are they looking for and what
do they see when they look at your client's business? By speaking with
employees, owners, partners and clients, mingling these interviews with
solid facts about that particular industry you end up with solid clues
that will help guide you to the beginnings of a successful business.
Where one logo succeeds for a restaurant, the same likely will not be
true if used for Wall Street, simply because the needs of the clients
are different. People looking for a place to eat may be looking for good
food, a comfortable environment, and all for a modest price. A logo that
communicates this feeling will draw new clients, while one that appears
too rigid and all business might turn them away.
If a logo meets the need of the company and keeps the target market in
mind, is visually striking and illustrious, can be easily reproduced,
uses a limited number of colors (for reasons of reproduction costs), and
still looks first-rate when scaled down, then you have yourself a winning
brand.
Your logo must also be emotionally charged as it is often the very first
thing a prospect client sees of a company and will likely make their impressions
based on it from there. If stability is what you wish to convey then you
will need to work the logo so that it instills that kind of an emotional
reaction from the viewer.
Some basics
A basic starting point is to choose your fonts (serif or sans serif) and
set your color scheme. If you have already determined the emotional goal
of your logo then font and color choice will be more about fine-tuning
rather than any kind of struggle. It is essential to have a basic understanding
of color otherwise you may convey the wrong message with poor color choice,
so take the time to update your knowledge base on the subject whenever
you can.
Consider your shapes carefully. Rounded edges versus sharp corners can
mean the difference between aggressive and passive messages. If the company
you are designing the logo for wish to convey action and excitement then
using smooth, curving shapes may not be the proper solution.
There are basic tricks to use during the process of designing a logo to
ensure that it is not only aesthetically pleasing but also balanced. Try
simply turning your design upside down to test the shape of your design
and then look at it in a mirror. If the paper is thin enough I also put
it up against a window, image-side down, in order to see through the sheet.
Without realizing it we sometimes load our shapes and text too much on
one side and by using these tests you can help prevent such occurrences.
One of the strongest methods of breaking down a logo to find its finer
points is to get opinions. Approach your peers and have them analyze your
work. Often they will see things you have overlooked and advise solutions.
Although you should prepare yourself for the critique as it is never easy
to take and in the wrong frame of mind you might take the wrong advice.
By keeping an open mind and being confident in the parts of your design
that work you will avoid feeling defeated and instead will flourish with
the new ideas and advice.